Review
But it's not just on traditional fleets where it hopes to increase sales as the vehicles' popularity as chauffeur cars for the rich and famous is also growing.
In particular, the new 3.0-litre TDI is expected to be the most popular model among fleets.
This model will account for about half of all A8 sales and is joined by the 3.0-litre petrol and range-topping 6.0-litre petrol.
Sales are expected to reach 1,500 units this year for all models but the company wants the public to consider the quality of its customers rather than its modest sales projections.
This is perhaps why the venue for the engine's UK launch, the historic Cliveden House, situated in picturesque Buckinghamshire, was a fitting one.
Built in 1666 by the second Duke of Buckingham, the beautiful house/hotel provided the perfect backdrop for Audi executives to boast that the 'premium positioning of the brand is in steep ascendancy'.
Previous guests at the house include virtually every British monarch since George I, including Queen Victoria, and also the likes of Charlie Chaplin and Winston Churchill.
Had the A8 been around all those years ago, it could perhaps have been the vehicle of choice for the aforementioned historical characters.
After all, it is well-known by many of today's celebrities who are often seen at glitzy London showbiz bashes in the back of one, such as at the British Academy of Film and Television Arts (BAFTAs) awards.
##FirstA8--none##
An Audi spokesman said: 'It is aimed at those who want a discreet car and I'm confident it has enormous potential in the chauffeur market and will take over this role from the Mercedes-Benz S-class.'
Audi has doubled its annual sales in the past six years and posted record sales both for the month of March and for the whole of 2003.
The spokesman described typical A8 customers as 'generally privately successful people with little left to prove'.
With the launch of the new engines, the complete range now comprises 3.0-litre Multitronic, 3.0-litre TDI quattro, 3.7-litre quattro, 4.0-litre TDI quattro, 4.2-litre quattro and a 6.0-litre quattro.
All but the 3.0-litre TDI quattro and 3.7-litre quattro come as long wheelbase versions. On-the-road prices for the range start at £46,175 for the 3.0-litre Multitronic, increasing to £75,775 for the 6.0-litre long wheelbase quattro Tiptronic.
The manufacturer is confident that residual values for the car will be strong as the A8 will still be a desirable used car.
##FirstA8 rear--none##
Behind the wheel
HAVING taken the wheel of an Audi A8 before, I knew what to expect – comfort, power and refinement. And I wasn't disappointed.
It's a beautiful car that looks classy and boasts a great build quality. Although large, precision engineering ensures it can be enjoyed on twisty country roads or can take the strain out of driving on a motorway cruise.
The 3.0-litre Multitronic was the first of the new batch of engines we tried at the launch and although the car boasted the attributes we have come to expect of the A8 – its light-weight aluminium construction allowing it to drive like a much smaller car, its millimetre-perfect build quality and refined drive – the engine felt rather underpowered.
This was despite promises of gains in performance, as well as fuel economy and emissions, because of the continuously variable automatic transmission (CVT). For those power-hungry chief executives there is the range-topping A8L 6.0-litre quattro, which goes on sale in June.
##FirstA8 int--none##
Distinguished from the rest of the A8 range with its new chrome grille surround that dips below the bumper and looks fabulous.
Fully loaded, this car will cost £115,000 – the first Audi to break the £100,000 price barrier. With an enormous 450bhp (as much as the outgoing Audi RS6) the engine has a W12 layout, and the car will sprint from 0-62mph in 5.2 seconds.
Despite these claims, it didn't feel that much faster than a 4.2 V8 with a standard wheelbase, perhaps the extra 130mm of length denting the performance.
It soon became clear that, certainly in fleet terms, we had saved the best variant until last – the 3.0-litre TDI.
It is gutsy and while the ride might not match a Jaguar XJ for comfort, it isn't as firm as you might expect for an Audi.
Audi claims it is the diesel luxury saloon to meet Euro IV emissions standards, which means reduced tax bills for business users. The cost of this car is £47,380 and it emits 231 g/km of CO2, meaning it comfortably slips under the 35% BIK tax bracket at 32% and is not saddled with the 3% diesel supplement.
Standard equipment for the 3.0-litre TDI and the petrol variant includes front and rear parking sensors, automatic 6-speed tiptronic transmission with DSP (TDI model) and auto 6-speed multitronic transmission with DRP (petrol), centre console with mmi (multi media interface control system) terminal, cruise control, electronic ABS and brake force distribution (EBD) and a multi-function leather-covered steering wheel.
It races from 0-62mph in 7.8 seconds and can reach a top speed of 150mph. The car boasts the first of a new generation of Audi TDI engines and develops 232bhp.
Extra equipment on the LWB model includes DVD sat-nav, electric rear window blind and heated seats front and rear.
Verdict
The Audi A8 has the class and style to compete with Mercedes and Jaguar in the luxury car sector and now with a wide range of petrol and diesel engines it has a broad range to tempt company directors away from their Mercs and Jags.
| Fact file | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Model | 3.0 | 3.0 TDi | L 6.0 quattro | |||||||
| Engine (cc): | 2,976 | 2,976 | 5,998 | |||||||
| Max power (bhp/rpm): | 219/6,300 | 232/4,000 | 449/6,200 | |||||||
| Max torque (lb-ft/rpm): | 221/3,200 | 332/1,400-3,250 | 427/4,000-4,7000 | |||||||
| Max speed (mph): | 150 | 150 | 155 (limited) | |||||||
| 0-62mph (sec): | 7.9 | 7.8 | 5.2 | |||||||
| Fuel consumption (mpg): | 29.1 | 32.8 | 19.0 | CO2 emissions (g/km): | 233 | 231 | 336 | |||
| Service intervals: | 19,000 miles/2yrs | 22,000/2 yrs | 19,000/2 yrs | |||||||
| Prices: | £46,175-£75,775 | |||||||||
